One of the most impactful marketing trends over the past 10 years has been the trend of email marketing. The focus on contacting customers via email has increased conversions tenfold throughout businesses and marketers love it. In fact, email marketing is used by 84% of marketers (link here). It is also one of the more complex strategies especially now where our email inboxes are being overrun by the email marketing trend! it is almost impossible to stand out.
Creating email marketing foundations
there are 4 key pillars to creating a strong email marketing campaign.
make it clear and accessible to all
have a CTA & have the subject clearly hook people into reading the email
Make it easy to skim
have a clear brand design to ensure your viewers know who the email is coming from
Making it clear and accessible
it is necessary to ensure that when you produce your email marketing campaigns that they are clear and accessible to all people. You need to remember that there are people who have, learning disabilities, colour blindness, visual impairment as well as any situational disabilities such as concussions. We need to aim to cater to all these individuals and need to provide options for their needs. This will ensure that everyone will have a positive experience when this email lands in their inbox. This is something that marketers are starting to realise and adopt however, for small to medium businesses which are still managing their own marketing campaigns we recommend aiming to address these different markets.
Having a clear CTA and having a clear hook in the email subject
Having a clear Call-to-Action (CTA) is crucial for engaging your users and encouraging them to explore and discover more about your marketing campaign. A compelling CTA not only helps increase the open rate of your emails, but it also plays a vital role in guiding potential leads towards becoming conversion. By crafting an attention-grabbing CTA, you can effectively captivate individuals, ultimately driving them to take action and engage with your brand.
Make it easy to skim
When it comes to email communication, nobody wants to spend a lot of time reading a lengthy email. Instead, people prefer to quickly skim through the email and only focus on the sections that are most important to them. To cater to this preference, it is crucial to create a well-organised email with a clear hierarchy within the text.
One way to achieve this is by using clear and distinct headings. Make sure to use a solid colour for the headings so that they stand out from the background. Additionally, it is important to use a minimum font size of 14px. Anything smaller than this would make the text difficult to read. Note headings should be bigger than 14px
Another important aspect to consider is the design of the call-to-action (CTA). The CTA should be clearly visible and stand out from the rest of the email. This will increase the likelihood of conversions happening on your site
Following your clear brand guidelines
Finally, to ensure that your users understand who is talking to them and to increase your brand recognisability, as well as brand consistency, it is essential to have a clear branding guideline. Last week, we had a detailed discussion about the significance of having a clear branding guideline and all the benefits that come with following it. By adhering to these guidelines, you can ensure that your users will instantly know who is communicating with them and what to expect from your emails.
Looking at getting an edge up on the email game?
Get help today from Ascendify to help improve your email marketing campaigns.
Comments